Best of CASE District IV Award
 

Institution: University of Texas at San Antonio

Title of entry: UTSA Alumni Rebrand: Building Connections "For the Long Run"

About this entry: The UTSA Alumni Association recently unveiled our new rebranding initiative to better engage with our Roadrunner community. Before the rebrand, we had a focus group which concluded that our branding consisted of a mash-up of various university and athletic marks, and was neither identifiable or con-nected to the overarching UTSA brand. We had very little brand consistency, and we were not effective-ly telling the story of who we are to the world. We felt it was time for us to distinguish ourselves with a fresh identity and revitalized vision.
Through the process, we adopted the slogan “For the long run,” which is a play on the university’s mot-to “Now and Forever, I am a Roadrunner,” and of course is also a play on words of our actual mascot – the Roadrunner. The goal of our alumni engagement efforts fits perfectly into this four-word sentence. Our job is to keep alumni connected to the friendships, the passion, the support, the community, the fun... the rowdy of UTSA. The logo is vibrant, modernized, and easily identifiable. It contains the main University mark for easy identification, but it sets the Association apart from the University’s branding through other strong graphical elements, and the heavy use of orange.